Catch Salts & Spices has announced the appointment of actor Akshay Kumar and Bhumi Pednekar as brand ambassadors.
The brand has rolled out a campaign 'Kyunki Khana Sirf Khana Nahi Hota’ (because food is not just food) to highlight this association.
Conceptualised by Dentsu Creative, the film opens with a playful duel between a husband and wife and things get heated as the wife gets to know that the cook will be on a leave on Sunday. Kumar who plays the role of the husband in the film, cooks for his wife, Pednekar to rescue the day. The film ends by highlighting how good food can create moments worth treasuring.
Sandeep Ghosh, business head, DS Spiceco, said, “Spices are the soul of Indian cuisine. We as a brand want to own the consumers’ kitchen with our range of spices. The new campaign would bring out different nuances of consumers’ interactions with food. I am delighted to welcome Akshay and Bhumi, who have elevated our proposition with their performance.”
Ajay Gahlaut, group chief creative officer, Dentsu Creative, said, “For us, food is more than just fuel for the body, often it’s how we express ourselves and how we show care for each other. It is about the bonding and conversations that happen over food. That’s the thought behind this campaign, and I am thrilled to see it finally come to life.”
Ajit Devraj, president, Dentsu Creative North, said, “Catch Salts & Spices is a progressive brand which is known for its premium quality and wide range of products and is now trying to adopt a new positioning which delves into consumer’s deep bonding with food. I can already see this breaking the clutter in the sea of sameness in the competitive landscape.”